Tefal has partnered with Myer to develop an in-store branded kitchen at its Sydney city store, designed for cooking inspiration among shoppers.

The full working space that measures nine square metres will hold regular demonstrations with Tefal representatives and brand ambassadors such as Justine Schofield.

Tefal sales director, Jason Borg said there has been a noticeable spike in people reconnecting with food and looking to invest more in home cooking.

“Online sales boomed during lockdowns, yet as retail opened up and we continue to regain a sense of normality, consumers are again looking for tactile inspiration in store,” he said.

The partnership aims to build on the revival of home cooking and offer customers a place not only to shop, but a place to be inspired and to discover more about Tefal.

“Partnering with Myer on our in-store kitchen, we wanted to create an innovative and interactive space where our customers can enjoy the full Tefal experience, finding inspiration for cooking, and also developing a true desire to learn more about cooking fresh,” Borg said.

“Having a full working Tefal kitchen right in the heart of Sydney presents the opportunity for our customers to experience both our cookware and our kitchen appliances in a new way as we strive to support their cooking enthusiasm and encourage even more people to discover the joy of home cooking.” 

The uniquely designed in-store display is a perfect blend of real-world product experience, product demonstration, live cooking and retail display. The first live event in the Tefal kitchen was held for Mother’s Day on May 7, with live cooking by celebrity chef Justine Schofield on July 17.

Tefal plans to build on the success of this concept in other stores and retail environments in the future.